熟语在日常生活中是为人们喜闻乐见的一种语言形式,在广告中也占据着一席之地。广告语中引用熟语更能吸引大众眼球,熟语活用的方法主要有移花接木、褒义贬用、替换等。这样的广告语更能引起人们兴趣、让人容易接受,收到较好的广告效果。本文在对这些现象进行描写的基础上对如何对这种现象进行合理规范提出了一些看法。 Sayings, in everyday life, is a linguistic form that is loved by people and occupies a place in advertising. Ad slogan idioms more attractive to the public eye, the main method of use of idioms abacus, commend derogatory use, replacement and so on. Such a slogan can arouse people’s interest more, make it easier to accept, and receive better advertising effectiveness. Based on the descriptions of these phenomena, this article gives some opinions on how to reasonably regulate this phenomenon.